Washington: Jennifer Lopez has admitted that the failure of her beloved fashion line was one of the biggest disappointments of her career, but she is all set to launch her own lifestyle brand.
The pop star-turned American Idol judge was forced to retire her ‘Sweetface’ brand in 2009 after neglecting to connect with bargain hunting shoppers, and said it was devastating.
"That was sad for me. I just felt like I never got a fair chance to do it right. And on top of it, I felt like I was trapped in a situation I couldn`t get out of, and my name was stamped on things that I didn`t believe in... (I) didn`t understand the business well enough," a website quoted her as telling the New York Times.
But the ‘On The Floor’ hitmaker is giving it another chance as she`s teaming up with husband Marc Anthony to launch a lifestyle brand with Kohl`s department stores; and she`s determined to get it right this time.
"The difference this time around is Jennifer is fully engaged with a company that is professionally staffed to really develop anything she wants from towels to knee-high suede boots," Tommy Hilfiger, who worked with Lopez on the new partnership, said.